Take a look at your website. What does it say? Does it tell people everything about what you do, who you are, how you help clients, your great team (if you have one) and testimonials you’ve got from satisfied clients saying how amazing you are?

Great stuff! But…

Does it say anything about the people you work with? Not just a brief description – I mean really tell their story about who they are and what’s brought them to your website looking for help.

Writing copy for your website can be one of the hardest things for an entrepreneur. I know because I’ve been there and it’s like drawing blood from a stone! You know what you do, right? And you know how great you are at doing it! But how can you get that across to the people who visit your website?

Many entrepreneurs fall into the trap of making their website all about them. They describe the nuts and bolts of who they are and what they do in the belief that they’re showing people they have the skills to help them. But if you’re doing this, you’re forgetting one important thing…

That person didn’t land on your website because they wanted to learn about you. They landed on your website because they were searching for a solution to a problem. And they want to find someone who can help them.

Remember that people are visiting your website for a reason – because they have a problem that needs solving. Whether they are at a crossroads in their life and they need someone to guide them down the right path; or they need a website to promote their business in the best way. Whatever the problem, they want to find the best person to take it off their shoulders and deal with it.

Your website must be telling your prospective clients about THEM not YOU

Your website must be telling your prospective clients about THEM not YOU Click To Tweet

You need to be telling their story back to them so they see you as someone who understands them, their challenges, what brought them to this place, and why you are the best person to help them.

So how can you do this when you have no idea who these people are?

Like everything else, it’s actually very simple when you know how.

So make yourself a cup of your favourite drink (I’m drinking organic white tea). And let me show you how you can tell your prospective clients their story so they see you as someone worth hiring.

Who is your ideal client?

Before you even start, you must know what your ideal client looks like. Don’t have a clue? No worries – check out my previous blog “Let Me Introduce You to Your Ideal Client” to give you some inspiration.

For a bookkeeper, it could be a self-employed professional who’s been running their own business for about 2 years, they’re starting to grow and they’re now too busy to handle their own invoicing/bookkeeping.

Now think about the following questions. Either put yourself in your prospective clients’ shoes, or create a survey on SurveyMonkey and send out to existing clients if you have any, or to people you’re connected with online.

Why would people hire services like yours?

Ask existing clients or people you know. Have they ever used your kind of services? What prompted them to do this? What’s making them tear their hair out that’s related to what you offer?

Make a note of the language and phrases they use as you can use the same language and phrases when you write your web copy. They could be saying that their business had become a “burden on their shoulders”, or they were “losing sleepless nights” over a problem.

What brought them to start looking for your services?

Was it one big event that made them realise that they couldn’t carry on as before, or was it a series of things? If someone is looking for a bookkeeper, it may be because they are never getting paid on time due to being too busy to chase up invoices. Now their cash flow is suffering and they’re struggling to pay their bills.

Whatever it is that brings people to your website, write their story and put it on your website. It will resonate with other people in the same situation.

What’s their big challenge or problem?

What is the major problem that’s causing them to search for your services? Using the example of the bookkeeper, the major challenge for their prospective clients is that they haven’t got enough money coming in to pay their bills.

Identify this challenge or problem and write it out so when people look at your website, they go “Yes, that’s me. That’s where I am right now”.

What kind of language do people use?

Think about how your prospective clients are feeling about this situation. Are they feeling confused, overwhelmed, frustrated? Perhaps they feel a failure because they can’t do it all themselves?

Using emotive language taps into the heart of what’s going on and it’s that emotion that really hits and engages people. They feel that you really understand what’s going on with them – all their hopes, fears, challenges, setbacks. They see you as someone who’s been through a similar experience and because of that, you have the skills to help them.

Next Steps:

If you haven’t already, create a page on your website called “Who we work with” or “Is This You?”. Now grab some pen and paper, or open up a blank document, and go through the following action points:

Who are your ideal clients? Why would they hire you? What brought them to your website? What kind of language do they use?

By doing the above steps, you will be able to create web copy that really resonates with your prospective clients so they see you as someone who understands their challenges and has the skills to help them.

If you want more tips on designing a website that shows people that you’re the best person to hire, then download a copy of our free guide How to Design a Website that Attracts the Right Clients to Your Business.

About Valerie

Valerie helps solo entrepreneurs create a clear online marketing strategy so they can get in front of their ideal clients and attract them to their business.

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